Digital Marketing Manager: Roles, Salary, Key Skills

By Sydney Wess / 29 September 2021

A digital marketing manager is responsible for the tactical presentation and promotion of a company in digital spaces. This can include websites, social media, mobile apps, and email marketing. With the wide variety of roles a digital marketing manager could be responsible for, it can be challenging to know what to expect from a position. 

The potential roles and responsibilities for a digital marketing manager are vast. It can be challenging to know what to expect from a job as a digital marketing manager and even more difficult to foresee how to become one.

Studies show that digital marketing is a recession-proof business operation, and digital marketing manager positions are projected to increase at higher-than-average rates in the next decade. 

This article will overview the responsibilities of digital marketing managers and required skills, expected salaries, and a career path to follow to secure the position for yourself. 

What Does a Digital Marketing Manager Do?

Digital marketing managers can be given numerous responsibilities and opportunities to improve their company’s online performance. 

As the digital space rapidly evolves and becomes more saturated with content, there are plenty of avenues for a digital marketing manager to attain optimal visibility

Fundamentally, digital marketing activities are meant to optimize leads and conversions via SEO, marketing databases, email marketing, social media, and paid advertising campaigns. A digital marketing manager could be responsible for any or all of these programs. 

In addition to constructing and maintaining digital marketing channels, managers must keep track of performance and refine their strategy over time. Performance reporting and metrics tracking can be a significant aspect of a digital marketing manager’s day-to-day role. 

Tasks surrounding performance tracking may include any number of the following:

  • Report on all active digital marketing campaigns 
  • Assess performance against defined KPIs
  • Keep up with industry trends and implement them into marketing campaigns 
  • Handle all aspects of conversion tests
  • Monitor and upkeep marketing funnels and the overall intended buyer journey

As a digital marketing manager, it’s up to you to serve as the internal expert on emerging trends. You will be considered a thought leader on your team with the expertise to advise on adopting new technologies or processes. 

Your experience in assessing marketing success and managing digital marketing channels will enable you to serve effectively in this way.

What Skills Do You Need to Be a Digital Marketing Manager?

Undertaking the many responsibilities of being a digital marketing manager wouldn’t be possible without an advanced skillset centered around making strategic decisions in the online space.

First and foremost, digital marketing managers need extensive prior experience in the field. This is a senior-level position, so a deep understanding of what it takes to run a successful digital marketing campaign is required.

Applicants should feel comfortable determining target demographics and building campaigns that resonate with the selected audience group to be a digital marketing manager. 

As a team leader in this role, the digital marketing manager will likely also coach and support internal teammates working toward marketing goals together. This dynamic will perform most smoothly if a digital marketing manager candidate has experience managing a team. 

Lastly, digital marketing managers need to have strong analytical skills. This comes into play both during performance monitoring and while planning a budget. The digital marketing manager will manage the budget and build a strategy surrounding that budget. Understanding financial planning will be vital in executing effectively.  

Being a digital marketing manager isn’t all campaigns and KPIs. A good amount of administrative work, digital strategy planning, and coaching skills are required to be successful in this role. 

How Much Do Digital Marketing Managers Make?

Digital marketing managers can expect to make a wide range of salaries depending on their experience and the scope of their responsibilities.

Self-reported salary data from those holding a digital marketing manager position indicate that this role has a salary of anywhere from $83,000 to $185,000. However, hiring solutions firm Glassdoor states that the average salary for a digital marketing manager is $123,865. 

Digital Marketing Manager Salary

Source: Glassdoor

However, the data also suggests that it’s more common for digital marketing managers to earn less than the average salary presented on the site. Still, it’s definitely in the realm of possibility for digital marketing managers to expect a six-figure salary for their work. 

How Do I Become a Digital Marketing Manager?

As a senior role in a vast and popular industry, plenty of avenues lead to becoming a digital marketing manager. However, there are standard industry and career path trends to follow if you aim to become a digital marketing manager.  

Aspiring digital marketing managers should target a job focusing on SEO or SEM to start with an entry-level position. Entry-level titles may include SEO associate, SEM specialist, and other similar positions. 

These entry-level roles will provide you with an understanding of driving traffic and engagement to a company website. In this role, you’ll learn to start tracking the effectiveness of campaigns. 

After serving in an entry-level digital marketing role, you’ll be able to move on to a mid-level position. Experts suggest that your mid-level title will likely be something along the lines of Digital Marketing Specialist.

In this role, you’ll take on more responsibility with PPC and SEO efforts. Additionally, there may be opportunities to engage with other marketing efforts, such as content development or social media marketing

After learning more about managing digital marketing activities as a specialist, you’ll be ready to become a digital marketing manager. As discussed above, this will put you at the forefront of SEO, PPC, and digital strategy.

Position Yourself to Become a Digital Marketing Manager

A digital marketing manager is a senior position that comes with a ton of responsibilities. If you’re aiming to become one, be sure to set yourself up with lower-level positions that will provide you with the experience and skills you need to succeed in the role.

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